VW MULTIVAN COMPETITORS

SALES TRAINING

PROJECT – Insite Training
PARTNERS – Volkswagen Commercial Vehicles / Wollmann Consulting GmbH

Look_insite_Text-Hat

To sell a vehicle effectively, it is crucial to understand your customers’ perceptions of alternatives. For the VW multivan, a range of comparable vehicles was evaluated and analyzed, allowing sales representatives in the showroom to confidently address and counter any challenges to the quality of the VW.

Media

Brief

Features

Process

Aim:

Provide an online training program for sales representatives that compares competitor vehicles to the Multivan and offers additional resources and insights that would otherwise be unavailable.

Challenge:

Capture three vehicles - Ford, Mercedes and Citroen using a consistent format, establishing a clear basis for comparing features like legroom, finish, and technical specifications.

Solution:

We established fixed camera angles and vehicle positions, aligning the interior layouts as closely as possible to enable clear visual comparisons among the three different scenarios.

High Definition

The detailed close-up photography in this project reflects extensive learning and advancements in both hardware and techniques. By developing an HDR workflow, we successfully captured the extreme contrasts of light and shadow within the car’s interior while achieving exceptional image detail. This approach makes it possible to read the fine print in the cockpit and truly appreciate the quality of the materials.

Frame Transitions

Animation isn’t always necessary when the goal is simply to display two distinct states, such as open/closed or on/off. In these cases, what might appear to be animation is actually just a fade transition between two images. In this project we apply the transition technique to demonstrate the sliding doors. However for more complex motions, like the rear seats in the Mercedes, we use stop-frame animation.

Extra PDF Content

For this project, we supplemented information with additional PDF pages when more technical details or illustrations were needed, which opened in a separate browser tab.
Note! At that stage of the development of the Insites platform, info panels were only single page. Now, as seen in VW customer center, multiple pages are possible. 

Team

This project was a collaboration with Wollmann Consulting, with Brett Bouwer serving as their on-site representative each day. He oversaw vehicle preparation and guided the selection of camera positions and required still shots for each car. Our efforts were supported by a team of dedicated car preparation specialists who ensured every vehicle looked flawless and maintained its pristine condition throughout the shoot.

Location

We repurposed one of the smaller exhibition halls at the Hanover Messe as a film studio for our work. The space was ideal because it allowed us to bring cars in and out easily and prepare them off-camera. To create the right setting, we also installed a custom lighting rig to mimic a professional studio environment.

Preparation

The shoot took place over a number of days. We had a team preparing each vehicle while the first one was being shot. And also going in to make sure that every spec of dust was removed. It's interesting that sometimes a major challenge when you're photographing a vehicle is to make sure that the electrical system can function while it's not actually being driven. It was so important to make sure that the batteries were charged and also when you start the car to get it into the right visual mode in the cockpit

Pandemic Vacancy

During the COVID pandemic, the Hanover Messe (trade show grounds) were largely shut down. It was interesting to observe how quickly a space like that transforms when it’s no longer bustling with people. In just a short time, plants had begun to grow through the concrete, creating an eerie atmosphere reminiscent of a post apocalyptic TV drama.

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